About Us

Pure Care for Precious Paws NOVI began with a simple, stubborn question: if you were building a dog shampoo specifically for Indian water, Indian weather, and Indian dogs — what would you actually do differently? It's a question most pet care brands in India never ask. Walk down any pet store aisle and you'll find shampoos that were formulated for other climates, other water conditions, and other coats — then imported or relabelled for the Indian market. They aren't bad products. They were simply never built for the realities our dogs actually live with. We thought Indian pet parents — and their dogs — deserved better than that. What We Believe? We believe you should be able to read a label and actually understand it. That's why we disclose the complete INCI ingredient name of everything in our formulas — not a marketing summary, not a vague "natural blend," but the real, verifiable list. If you want to look up what an ingredient is and what it does, you should be able to. Transparency isn't a feature we added. It's the foundation the brand is built on. We believe one product can't do everything well. India's dogs deal with different things — hard water, humidity, a near year-round tick season, sensitive puppy skin. So instead of a single general-purpose shampoo, we built a focused range, each formula developed for a specific need rather than trying to be everything at once. And we believe pet care should be gentle, honest, and considered. Every NOVI formula is sulfate-free, paraben-free, pH balanced for a dog's skin, and enriched with Niacinamide — an ingredient widely valued in skincare for supporting the skin barrier, and still rare in Indian pet care. NOVI is also PETA Certified Cruelty-Free. Made for India "Made in India" appears on a lot of packaging. We care more about being made for India — formulated with Indian water, Indian climate, and Indian dogs genuinely in mind, not as an afterthought. That's the difference we're trying to build, one honest formula at a time. Not simply a promise on the front of the bottle — but the information you need to understand what's inside it. NOVI — Pure Care for Precious Paws Explore our range and follow the journey at novipets.in